DIAGEO Amplifies HBCU Pride at Spelhouse Homecoming 2025 with ‘Show Your HBCU Spirit’ Campaign and Learning Skills for Life Initiative
Atlanta, GA – Spelhouse Homecoming 2025 was more than a celebration — it was a cultural movement. Jordan With The Juice sat down with Dr. Danielle Robinson, PhD, Head of Community Engagement & Partnerships at DIAGEO North America, to discuss the brand’s long-standing commitment to HBCU community impact, responsible celebration, and workforce development through its Show Your HBCU Spirit campaign and Learning Skills for Lifeprogram.
Now in its fourth year, the Show Your HBCU Spirit initiative continues to strengthen DIAGEO’s relationships with Historically Black Colleges and Universities (HBCUs) across the country. In 2021, DIAGEO made a landmark $12.7 million donation to 28 HBCUs, including Clark Atlanta University and Morehouse College, to create lasting endowment funds.
“We just thought it would be great to come down and celebrate with Spelhouse,” said Dr. Robinson. “We’ve built relationships with 28 HBCUs, and being steeped in culture is what this campaign is all about.”
As part of its Show Your HBCU Spirit national tour, DIAGEO is visiting schools like North Carolina A&T, Howard University, and the Bayou Classic in New Orleans, amplifying pride, culture, and legacy throughout the HBCU community.
Cheers to Culture and Responsibility
At Spelhouse Homecoming 2025, DIAGEO showcased a mix of celebration and responsibility. Guests enjoyed signature cocktails from iconic brands such as Tanqueray, Crown Royal, Smirnoff, Casamigos, and DeLeón, while the company promoted its responsible drinking initiatives — Take a Minute to Make a Choice and Cheers to Choice — encouraging mindful consumption and alcohol-free options.
“We want everyone to have a great time while consuming our brands responsibly,” Dr. Robinson emphasized.
Watch Miss J’s Interview with Dr. Robinson Here!
DIAGEO Learning Skills for Life: Building Career Pathways and Empowering Communities
Beyond celebration, DIAGEO’s Learning Skills for Life program continues to change lives across the U.S. and around the world. This free hospitality and bartending training program provides job skills and career opportunities for people in underemployed communities — a true example of HBCU community impact in action.
In partnership with organizations like the YWCA of Chicago, National Urban League, and Goodwill Kentucky, DIAGEO has helped more than 8,000 graduates in North America and 280,000 globally gain career-ready skills.
“Our consumers are the base of our business,” said Dr. Robinson. “It’s important to celebrate the communities that inspire us — and to invest in the people who create culture every day.”
Looking Ahead to 2026
As DIAGEO closes out 2025, the company plans to expand its Show Your HBCU Spirit and Learning Skills for Lifeprograms to more cities and schools nationwide.
“Look out for the Learning Skills for Life program in a community near you — it’s free and available online at our DIAGEO Bar Academy site,” Dr. Robinson shared.
This weekend, DIAGEO is celebrating with the community at the Spelhouse tailgate, The Big A Brunch, and other Spelhouse Homecoming 2025 festivities — reminding everyone to celebrate responsibly and with purpose.
For more information on DIAGEO’s HBCU partnerships, community initiatives, and upcoming events, visit www.diageo.com.
